Allow us to reintroduce this fan-favorite flour

Imagine a flour that does it all. It has the nutritional benefits of whole wheat flour without any bitterness or polarizing whole grain flavor that some varieties have. It's easy to incorporate into your favorite recipes, whether they call for whole wheat flour or all-purpose flour. And on top of all that, it's great for the planet. 

This is Golden Wheat Whole Wheat Flour, a versatile option that's ready to boost your baking game. 

And if that all sounds familiar, that’s because it is! Starting later this month, Golden Whole Wheat Flour is the new name for one of our customers’ favorites: White Whole Wheat Flour. Since its introduction to our line-up in 2006, this innovative flour has racked up over 900 five-star reviews from bakers who have discovered its superpowers. But all superheroes have obstacles to overcome, and for this flour, it was its name. It left many people confused: What exactly is "white whole wheat"? Was this a blend of white flour and whole wheat flour?  

Photography by Rick Holbrook

Changing the name helps communicate that this flour is not a blend, but rather milled from 100% hard white wheat — a lighter and more golden-colored grain than traditional red wheat, which yields a milder-tasting whole wheat flour with all the nutritional benefits of whole wheat. In addition, using the term “golden” more accurately reflects the color of the flour itself and the wheat from which it is milled.  

Photography and food styling by Liz Neily

Golden Whole Wheat Flour is a simple way to enhance the nutritional profile of your baked goods without sacrificing flavor or texture. By substituting this flour for some or all of the white flour in your favorite recipes, you can infuse them with the goodness of whole grains, which is precisely what Senior Recipe Developer Molly Marzalek-Kelly does in our Classic Sourdough Waffles or Pancakes recipe. "These are my favorite waffles! I substitute Golden Whole Wheat Flour for 100% of the all-purpose flour to complement the tang of the sourdough," she shares. 

The possibilities go well beyond breakfast. From Soft Chocolate Chip Cookies to No-Knead 100% Whole Wheat Bread, there are so many delicious ways to incorporate this flour into your everyday baking. Not ready to jump headfirst? Start by substituting this flour for up to a third of the white flour in your favorite recipes.  

Photography by Scott Slusher

Golden Whole Wheat Flour isn't just about flavor and nutrition, either; it's also about sustainability. As part of our Grains for Good initiative, we're committed to sourcing 100% of our flour from regeneratively grown wheat by 2030. That starts with our Golden Whole Wheat Flour, which is milled entirely from wheat grown using regenerative practices. (Like all our flours, it's non-GMO certified.) By partnering with Farmer Direct Foods, pioneers in sustainable farming, we’re ensuring that each bag of Golden Whole Wheat Flour contributes to a more sustainable future. All partner farmers adhere to practices that promote soil health, conserve water, and prioritize traceability — vital components of sustainable agriculture. Golden Whole Wheat Flour is also milled from Identity-Preserved Wheat, ensuring it's grown from select seeds and cultivated using sustainable farming methods. That means each bag can be traced back to the farm from which it came. 

With its new name, this could be the perfect time to get reacquainted with this special flour. Explore our collection of Golden Whole Wheat Flour recipes for delicious ideas or start adding this flour to your favorite recipes. Whether you're making bread, cookies, or pastries, Golden Whole Wheat Flour is always a welcome addition — for both you and the planet. 

Cover photo (Lachha Paratha (Flaky Paratha)) by Rick Holbrook.